The word casino brings to mind glitzy, twinkly lights, gambling tables and the scent of excitement. And while a dazzling hotel, shopping centers and musical shows provide a lot of the ambiance, casinos would not exist without games of chance that provide the billions in profits that they generate each year. From blackjack and poker to roulette, craps and baccarat, there’s no shortage of ways for customers to gamble their way into a jackpot or lose it all — and a lot in between.

The popularity of certain games and entertainment options changes over time, so it’s important to be able to anticipate what your audience will want five or 10 years from now. One useful framework for understanding your target audience is the “jobs to be done” approach. This involves identifying the true motivations of your potential audience and describing what they are looking for from a space like your casino to do that job well.

For example, a group of women who are in town for a bachelorette party may be “hiring” your casino to create the perfect atmosphere for their event. That means providing them with a great mix of gaming, food and entertainment, along with a flexible schedule and easy logistics. By doing this, you can ensure that your casino is at the top of their list when they start searching for venues and vendors for their upcoming event.